UEBT BIODIVERSITY BAROMETER

2022

HYACINTH MACAW Anodorhynchus hyacinthinus

The Biodiversity Reckoning

A BIODIVERSITYRECKONING FOR BRANDS
Since UEBT’s launch in 2009, 13 years of quantitative research
have highlighted the amazing growth of biodiversity awareness,with more companies and brands taking a stand in favour ofsourcing with respect for people and biodiversity. This year, theorganization has worked with Harris Interactive on a worldwide
survey that takes a deep dive into consumers' biodiversity
aspirations and expectations. More than 14 questions wereasked, making this year's survey the most extensive researchundertaken since UEBT’s beginnings.
0ver 80,000 people spanning 16 countries have been surveyed
since 2009, and their responses have provided valuable insights
to companies and governments working on biodiversity. In theinterim years, consumers have become more demanding, asking
for more information on natural ingredients and looking deeper

TABLE IRIS IRIS APHYLLA

for regenerative and fair sourcing practices.

For the 2022 UEBT Biodiversity Barometer, consumer research was
conducted in Brazil, China, France, Germany, UK and USA. 6,000 people
were surveyed, 1,000 per country. This report summarizes theresults and presents the learnings from this decade-long research
conducted by UEBT.
2

LOSS OF BIODIVERSITY IS THE SECOND MOST URGENTENVIRONMENTAL CONCERN AFTER CLIMATE CHANGE
Climate change

Respondents ranked 1st 35%

21%

Loss of biodiversity
Forest loss

16%

Air pollution

14%

Plastic pollution

14%

Over the years we have gonefrom rising awareness of what
biodiversity is to today’s results:
the biodiversity crisis asan urgent issue of concern

Across all countries, climate change is ranked as the
1st concern for 35% of respondents, while loss of biodiversity
ranks 1st for 21%.
Loss of biodiversity reaches 63% when 1st, 2nd and 3rd rankings
are taken cumulatively.

Rik Kutsch Lojenga, UEBT Executive Director

Q6. Here is a list of global environmental issues. Please rank them in the order of how personally
important they are to you. Respondents had to rank the issues from 1st to 5th with 1st being themost personally important. Pre-given list in randomized order.
BR

CN

FR

UEBT Biodiversity Barometer 2022

DE

UK

US

Basis – all sample – Brazil, China, France, Germany, UK, USA
3

BRAZIL AND CHINA LOSS OF BIODIVERSITY BECOMESTHE HIGHEST GLOBAL ENVIRONMENTAL CONCERN
Loss of biodiversity

Respondents ranked 1st 25%

23%

Forest loss

Loss of biodiversity

Respondents ranked 1st 31%

27%

Air pollution

Climate change

21%

Climate change

Air pollution

20%

Plastic pollution

9%

Forest loss

9%

Plastic pollution

11%

In China 31% of respondents
ranked loss of biodiversity 1st,and in Brazil 25% of
respondents ranked it 1st

24%

In Brazil and China, two of the three countries where
biodiversity awareness is highest, loss of biodiversity was
ranked as the highest global environmental concern.
In China, loss of biodiversity was ranked 1st slightly more often
than air pollution.

Harris Interactive

Q6. Here is a list of global environmental issues. Please rank them in the order of how personally
important they are to you. Respondents had to rank the issues from 1st to 5th with 1st being themost personally important. Pre-given list in randomized order.
BR

CN

UEBT Biodiversity Barometer 2022

Basis – all sample – Brazil, China
4

CONSUMERS WANT INFORMATION ON A PRODUCT’SIMPACT ON BIODIVERSITY
List of ingredients

Very important 58%

54%

The impact on biodiversity
Origin of ingredients52%

The social impact of sourcing the ingredients47%

A label that certifies the company’s ethical practices

47%

Fair compensation for the various actors in the supply chain

43%

Biodiversity is of significant interest to consumers. In fact, 54% of those

Respondents in Brazil appear to be particularly interested in these issues,

surveyed said it was very important to them to have information on

scoring the highest for each item.

a product’s impact on biodiversity listed on the product packaging
or product web page, only slightly lower in importance than the listof ingredients.

Responses show that importance is given to labels that validate acompany’s ethical sourcing practices, being very important in Brazil (76%),
China (46%) and France (42%).

Amongst those consumers who have the highest awareness of
biodiversity, this figure goes up to 61% , also reaching 61% among
consumers who buy natural beauty brands.
Q5. Companies communicate information on their product packaging or on product web pages.
For each of the following elements, please tell us how important it is for you to get this informationon the packaging or the product’s web page. Answer choices were ‘Very important,’ ‘Important,’‘Not so important,’ ‘Not at all important,’ and ‘I don’t know’.
BR

CN

FR

UEBT Biodiversity Barometer 2022

DE

UK

US

Basis – all sample –­Brazil, China, France, Germany, UK, USA
5

BRAND INACTION ON PEOPLE AND BIODIVERSITYREMAINS A HURDLE
53%

Completely agree 77%

overall56%

I think

50%

companies havea moral obligation46%

to assure they havea positive impact

45%

on people and43%

biodiversity

24%

Completely
agree 38%

overall

I am confident
that companies
pay serious
attention to
ethical sourcingof biodiversity

32%
26%
22%
14%
13%

Consumers, however, are not convinced that companies do act

Since 2020, the expectations of companies have increased - Morepositively on people and biodiversity – 24% of those surveyed saythan half of those surveyed ‘completely agree’ that it is a moral

they are confident that companies pay serious attention to ethicalobligation for companies to assure they have a positive impact onsourcing of biodiversity.

people and biodiversity, with Brazil reaching 77% of those surveyedsaying they ‘completely agree.’Q4. Here are a number of statements about the involvement of companies in ethical sourcing of
biodiversity. For each of them, could you please indicate whether you completely agree with it,
rather agree, rather disagree or completely disagree?
BR

CN

FR

UEBT Biodiversity Barometer 2022

DE

UK

US

Total of ‘Completely agree’ responses. Basis – all sample – Brazil, China, France, Germany, UK, USA
6

CHINA SHOWS HIGHEST CONFIDENCE IN COMPANY ACTION

I think companies have a moral obligation to assure they

I am confident that companies pay serious attention

have a positive impact on people and biodiversity

to ethical sourcing of biodiversity

Completely agree 56%

Agree 95%

In China ethical labelling rises in importance
A label that certifies companies’ ethical practices:

46% ‘How important it is for you to get this information

Very Importanton the packaging or the product’s web page?’

Q5. Companies communicate information on their product packaging or on productweb pages. For each of the following elements, please tell us how important it isfor you to get this information on the packaging or the product’s web page. Answer
choices were ‘Very important,’ ‘Important,’ ‘Not so important,’ ‘Not at all important,’and ‘I don’t know’. Basis – China

Completely
agree 38%

Agree 85%

Overall, Brazilian and Chinese consumers
place a much higher responsibility on
companies to make a positive impact.
While Chinese consumers seem to show thehighest confidence in companies, there is
still a gap between their expectations ofcompanies and their trust that a company
is doing the right thing.
Harris Interactive

Q4. Here are a number of statements about the involvement of companies in ethical sourcing of
biodiversity. For each of them, could you please indicate whether you completely agree with it,
rather agree, rather disagree or completely disagree?
CN

UEBT Biodiversity Barometer 2022

’Agree’ = total of ‘Completely agree’ and ‘Rather agree’. Basis – China
7

CONSUMERS HAVE MORE FAITH WHEN
COMPANY COMMITMENTS ARE INDEPENDENTLY CHECKED
40%

Completely agree 60%

overall

43%
36%

I have more faith in a company
whose commitment to ethicalsourcing of biodiversity is verified
by independent organizations

36%
33%
31%

Many companies put in place responsible sourcing commitments

In the US, UK, France and Germany roughly one-third of consumers

and their own programmes or frameworks to bring thesesaid they ‘completely agree’ these independent checks give themcommitments to fruition.

more faith in a company, and in Brazil this is as high as 60%.

These in-house actions are clearly seen by consumers as having more

When taking into account the responses of ‘Completely agree’

impartiality, transparency or rigour when they are independently

combined with ‘Somewhat agree’ the percentage rises to 79%

checked, whether through formal verification or certification or

across all six countries, and to 91% of Chinese consumers.

through other types of partnerships with external organisations.
Q4. Here are a number of statements about the involvement of companies in ethical sourcing of
biodiversity. For each of them, could you please indicate whether you completely agree with it,
rather agree, rather disagree or completely disagree?
BR

CN

FR

UEBT Biodiversity Barometer 2022

DE

UK

US

Total of ‘Completely agree’ responses. Basis – all sample – Brazil, China, France, Germany, UK, USA
8

CONSUMERS WANT COMPANIES TO TAKE A STAND
ON GLOBAL TARGETS
84%

Agree 93%

overall

93%
82%
75%

I would like companies to take a standwhen the global agreement for nature
is adopted at the end of this year

When consumers are informed
about the coming post-2020
Global Biodiversity Framework,
their expectations are highwhen it comes to business

74%
54%

Often compared in importance to the 2015 Paris Agreement
related to climate, the global agreement for nature will present an
opportunity for business to contribute to its targets, signaling support
for what may become the clear beacon for nature worldwide.
84% of consumers said they would like to see companies take a standwhen the agreement is adopted.

David Ainsworth– Information Officer,
UNEP– Secretariat of the Convention on Biological Diversity
Q4. Here is a number of statements about the involvement of companies in ethical sourcing of
biodiversity. For each of them, could you please indicate whether you completely agree with it,
rather agree, rather disagree or completely disagree?
BR

CN

FR

UEBT Biodiversity Barometer 2022

DE

UK

US

’Agree’ = total of ‘Completely agree’ and ‘Rather agree’. Basis – all sample – Brazil, China, France,
Germany, UK, USA
9

LIVING WAGE ON THE RISE TO IMPACT PURCHASING
Chemical-free/toxic-free

Very important 56%

Pay a living wage to workers

50%

Responsibly sourced ingredients

This year we saw the productattribute of living wages rise higher
than in previous surveys. This showsthat consumers are thinking about
more than their own health whenpurchasing. They also understandthat how a product is produced canaffect people’s livelihoods

46%

Consumers place high importance on respect and biodiversity
when choosing a product: chemical-free/toxic-free and paying
a living wage to workers especially stand out as very importantpurchase drivers.
In the UK and US, the highest importance is placed on paying
a fair wage to workers, while in EU countries chemical-freeis the most important criterion. In Brazil and China,
eco-responsible packaging is evaluated as most important.

Lara Koritzke, UEBT Communications and Marketing Director

Q7. We will now discuss your purchasing habits. Below is a list of criteria that can be attributed
to products and the way they are produced. Please let us know to what extent each is important
to you when choosing a product. Answer choices were ‘Very important,’ ‘Important,’ ‘Not soimportant,’ ‘Not at all important,’ and ‘I don’t know.’ Pre-given list in randomized order.
BR

CN

FR

UEBT Biodiversity Barometer 2022

DE

UK

US

All sample – Brazil, China, France, Germany, UK, USA
10

THE FIVE MOST IMPORTANT COMPANY ACTIONS TO ADDRESS:PEOPLE AND BIODIVERSITY
Reforestation

Very important 57%

Reduction of plastic/zero plastic waste

56%

Packaging made from 100% recycled or
biodegradeable material

52%

Fair prices or decent wages

50%

Protecting bees

54%

Ethical sourcing practices especially relating to biodiversity andIn the top five, paying fair prices or decent wages andprotection of nature are expected from brands. Reforestation andprotecting bees are mentioned by half of the sample as ‘very

reduction of plastic are rated as ‘very important’ actions.

important’ actions.
These results are even higher among women below 30 years old.
62% say it is ‘very important’ that companies address reforestationand 58% mention fair price.

Q8. Several actions have been taken by brands to address global issues affecting people andbiodiversity. Below are a few examples. Please let us know how important each one is to you.
Answer choices were ‘Very important,’ ‘Important,’ ‘Not so important,’ ‘Not at all important,’and ‘I don’t know.’ Pre-given list in randomized order.
BR

CN

FR

UEBT Biodiversity Barometer 2022

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UK

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Basis – all sample – Brazil, China, France, Germany, UK, USA
11

BIODIVERSITY AWARENESSIS THE NEW NORMALUEBT Biodiversity Barometer 2022

12

AWARENESS OF BIODIVERSITY AT RECORD HIGHS
THERE IS A GOOD UNDERSTANDING OF WHAT BIODIVERSITY IS
Since 2009, more than 80,000 people have been surveyed,

Awareness of ‘Biodiversity’of which 6,000 were surveyed in 2022. Awareness and

94%1

97%
94%

94% 2

87%

87%

76%
72%
59%
48%

29%

understanding of biodiversity have significantly grown overthe last decade, a trend that is expected to continue.

Biodiversity awarenessis now 72% or more in all
the countries we sampled,compared to only 29% ormore across the countries
sampled in 2009
Harris Interactive

87% of consumers surveyed had heard of the term ‘biodiversity’and 82% could select the correct definition of biodiversity:‘the diversity of plants and animals’. Scores are particularly high

2009

2022

for Brazil and China.
Q1. Personally, have you ever heard of ‘biodiversity’? Score on total ‘I have heard of it’

BR

CN

FR

UEBT Biodiversity Barometer 2022

DE

UK

US

Basis – all sample. Initial sampling – 2009 France, Germany, UK, USA; 12010 Brazil; 22013 China.
13

SIGNIFICANT AWARENESS GAINS IN JUST TWO YEARSGERMANY, UK AND USA

Awareness of ‘Biodiversity’

In those countries with the lowest scores (Germany, USA andUK) the data shows how awareness has risen significantly

79%
64%
59%

87%

in recent years to reach a very high level of awareness today,

76%
72%

29% awareness in 2009 to 76% in 2022.

61%

48%

29%

with the strongest increase in Germany, moving from

The awareness of biodiversity
has been rising steadily,but in the last two years
it has completely accelerated
Rik Kutsch Lojenga - UEBT Executive Director

20092020 2022

Q1. Personally, have you ever heard of ‘biodiversity’? Score on total ‘I have heard of it’.
DE

UK

US

UEBT Biodiversity Barometer 2022

Basis – all sample. 1st wave – 2009 for France, Germany, UK, USA.
14

CONSUMERS UNDERSTAND WHAT BIODIVERSITY IS:‘BIODIVERSITY IS THE DIVERSITY OF PLANTS AND ANIMALS’82%

Agree 91%

overall

91%
88%
78%

Selected the correct
definition of biodiversity:‘the diveristy of plants
and animals’Consumer knowledge is getting
more sophisticated. They easily
know biodiversity, and even newer
concepts such as ‘regenerative’
are fairly well understood
Simona D’Amico – UEBT Head of Biodiversity and Impact

77%
69%
The research shows a high level of understanding of what biodiversity
is. 87% of consumers surveyed had heard of the term ‘biodiversity’ and82% could select the correct definition of biodiversity: ‘the diversity ofplants and animals.’ Scores are particularly high for Brazil and China.
However, biodiversity is also highly associated with the measurement of
the health of nature and life forms living in specific areas (74% and 73%).
Although this is not the correct definition, it means that consumers relatebiodiversity with health-related topics in this post-Covid era.
Q2. Here are a number of possible descriptions of biodiversity. For each of them, could you pleaseindicate whether you completely agree with it, somewhat agree, somewhat disagree or completely
disagree? Score on Total Agree. Basis – all sample – Brazil, China, France, Germany, UK, USA

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CN

FR

UEBT Biodiversity Barometer 2022

DE

UK

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Q12. Respondents were asked to select a from a pre-given list of possible definitions of‘regenerative practices.’ 84% overall agreed to an accurate definition. Basis - all sample - Brazil,
China, France, Germany, UK, USA
15

BRANDS THAT STAND OUT
AMIDST THE PRESSURE
For a couple of years, the barometer has been tracing theevolution of the ‘champions of biodiversity’ – the brands
consumers believe are taking action on biodiversity.
Even if the awareness of biodiversity has grown, only
a few brands clearly stood out spontaneously in all
countries, except for Brazil. 72% of consumers could namejust one beauty or food brand, with younger consumers,
consumers aware of biodiversity and women being aheadof other cohorts.
In Brazil, Natura maintains the most recognition amongst

CROCUS COLLECTED FOR SAFFRON

69% of all respondents (compared to 55% in 2020).

BR

CN

FR

DE

UK

US

16

BRAZIL NATURA

Natura61%

O’Boticario

28%

Avon

23%

Nestlé

18%

Unilever

6%

Sadia

6%

Dove

4%

Nivea

4%

YPE

4%

BR

CHINA L’ORÉALCNUEBT Biodiversity Barometer 2022

73%
Brazilian
women
aged 30+
mentionNatura39%
Chineseaged 55+
mentionLancôme

L’Oréal21%Lancôme15%

Mengniu

11%

Yili

10%

Estée Lauder

9%

L’Occitane

9%

Chanel8%

ChandoDior

6%5%Q9. What are the 3 beauty and food brands you consider to take most concrete action to respect people
and biodiversity? Base – At least one quotation – labels / Supermarkets removed from the top 10
17

FRANCE YVES ROCHERGERMANY NIVEA

39% Yves Rocher
FrenchL’Oréal
15%
women
Nivea
9%
aged 45+
Danone8%mention
Nestlé 6%
Yves Rocher

FR

Sobio

4%

19% Nivea‘natural’ Alnatura
brand
Weledapurchasers
cited Weleda Alverde(top with Lavera
Nivea) L’Oréal

Bjorg

4%

Demeter

Sephora

4%

Balea

Dior

4%

Lea Nature

4%

DE

UEBT Biodiversity Barometer 2022

25%

21%
15%
9%
7%
7%
7%
6%
5%

Q9. What are the 3 beauty and food brands you consider to take most concrete action to respect people
and biodiversity? Base – At least one quotation – labels / Supermarkets removed from the top 10
18

UK THE BODY SHOP

33% The Body Shop
Lush
Britishwomen
Nivea
mention
L’OréalThe Body
Boots
Shop
Dove

UK

US

UEBT Biodiversity Barometer 2022

USA BURT’S BEES

24%
12%
9%

18% Burt’s Bees
L’Oréal
US womenmention
Dove
Burt’s Bees

12%
6%
6%

Olay

5%

7%

Nestlé

4%

6%

Gemey/Mayb

4%

7%

Nestlé

5%

Kelloggs

4%

Simple4%

Seventh Gen

4%

Kelloggs

4%

Q9. What are the 3 beauty and food brands you consider to take most concrete action to respect people
and biodiversity? Base – At least one quotation – labels / Supermarkets removed from the top 10
19

SURVEY METHODOLOGYUEBT Consumer Survey
UEBT commissions independent market
research companies to conduct consumer
research for the UEBT Biodiversity Barometer.
Interviews are conducted with nationally
representative samples of 1,000 persons
per country.
To correct sampling disparities, a poststratification weighting of results, based on
socio-demographic variables, is applied.

For cost reasons, UEBT opts for internet
surveys where possible. In some countries
face-to-face interviews and phone interviews
were used in certain years. Different methods
may slightly influence research outcomes.

The 2022 Biodiversity
Barometer was undertakenwith the support of

The research in 2022 was conducted byHarris Interactive. Between 2009 and 2020
the research was conducted by IPSOS on
behalf of UEBT.
For or more information, please see
www.biodiversitybarometer.org

MAGNOLIAMAGNOLIA X SOULANGEANAUEBT is independent, impartial and objective
in its dealings with governments, politicalparties, other organisations and individuals.

UEBT Biodiversity Barometer 2022

20

UEBT
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The Netherlands
Telephone: +31 20 22 34567
Email: info@uebt.org

FINANCIAL ADMINISTRATION
p/a CR Gestion et Fiduciaire SA
Rue Mina-Audemars 3, 1204 Geneva, Switzerland

TORCH GINGER ETLINGERA ELATIORUEBT is a non-profit
association that
promotes sourcing withrespect. Its mission is toregenerate nature andsecure a better future forpeople through ethicalsourcing of ingredientsfrom biodiversity.

BRAZILIAN REPRESENTATION
Porto Alegre
Telephone: +55 51 9916 1702
Email: brazil@uebt.org

INDIA REPRESENTATION
Ghaziabad
Phone: +91 981 810 1690
Email: india@uebt.org

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Antananarivo
Telephone: +261 34 01 042 58
Email: madagascar@uebt.org

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Hanoi
Phone: +84 91 5510679
Email: vietnam@uebt.org

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